Digital marketing tools and techniques are constantly evolving. In this course, instructor Brad Batesole helps you keep up with this fast-moving field, covering what you need to know to help your business cut through the noise, engage potential customers, and adapt with the times. Brad begins by discussing the building blocks of online marketing, including how it's used, where it's been, and where it's headed. He then steps through how to define your value proposition, identify your target market, and establish your goals and KPIs. Next, he covers how customers evaluate the entirety of a brand's online presence, as well as how to decide on a marketing channel, optimize your website, and leverage SEO, paid advertising, and social media to help your target audience find you. Plus, learn how to develop an email marketing plan, get started with video marketing, and create easy-to-understand marketing reports that help you assess your progress.

1. Digital Marketing
Foundations
By: Syed Rehan Ali
Founder, EDDS Consulting
Organized by:
NBDP-SMEDA
at
Islamabad Chamber of Small Traders and Small
Industries
22 Dec 2021

2. Digital Statistics

26. Digital marketing is
unpredictable and
evolving fast.
It seems every day, there's a new tool, a
new tactic and a new trend.​

27. Digital
Marketing?
promoting your business online
using a multitude of channels.
• website,
• search engines,
• social media,
• online video and even
• paid ads.
• ...

28. Everything
doesn't need
to be perfect...
if you apply yourself and work through the
concepts of digital marketing, well, it'll start to
click

29. Digital Marketing
Framework and
building block

30. Three
types of
media
PAID
OWNED
EARNED

31. Paid
Channels you pay for:
- Pay-per-click ads,
- Affliate marketing,
- Display marketing ...

32. Owned
Channels you directly control:
- Websites,
- Email lists,
- blogs ...

33. Earned
Channels with organic mentions:
- Social media,
- Third part blogs,
- Articles ...

34. Publishing posts...
Promoting posts...
Receiving interactions and
mentions from others...

35. Personalization

36. Marketing
Funnel
funnel is really just a
way to represent the
customer's journey as
they move towards
the purchase of your
product or service

37. AWARENESS
INTEREST
DESIRE
ACTION
AIDA
Model
Loyalty

38. AWARENESS
INTEREST
DESIRE
ACTION
Loyalty
TOP
MIDDLE
BOTTOM

39. Buyer
Journey

40. • how will my buyer become aware of their
problem?
• How then will they become aware of a
solution?
• How would they become interested in a
brand?
• Why would they desire a particular brand?
• And what would motivate them to convert?
What will motivate them to move down the
funnel?
Understanding your customer's journey is the key to
creating your marketing strategy.

41. Strategy
The buyer may be moving up and down the funnel
exiting and re-entering.
Understanding your customer's journey is
the key to creating your marketing strategy.

42. Creating a
buyer journey
map
One of the greatest challenges
in marketing is knowing which
marketing messages would be
compelling to your audience.

43. Awareness Interest Desire Action Loyalty
Activities
Goals
Thoughts
Emotional
state
Touchpoints
and
channels
Objectives

44. Activities Google search for
'saddle club' or
'riding club'
Goals Which businesses
offer...
Thoughts Wish I thought to
do this sooner
Emotional
state
Touchpoints
and
channels
Google map
listing, website,
social media
Objectives Make the
customer aware
Awareness Interest Desire Action Loyalty

45. More
examples
Follow the link below:
https://tinyurl.com/yckhdpdz
Customer Journey map

46. Developing a
marketing
strategy
What you are selling?
Who you are selling to?
Look at your competition.
Marketing channels
selection.
Planning is just as important
as the Execution...

47. Value Proposition
A short, distinct statement
that outlines exactly why a
customer should buy your
product or service.

48. Always the
ride you
want
Opportunity
is
everywhere
UBER
Rider
Driver
Value
Proposition
Uber is a multi-sided
platform and as such it
has to have a value
proposition to both sides,
the riders as well as the
drivers.

49. The Smartest
Way to Get
Around
• One tap and a car comes directly to you
• Your driver knows exactly where to go
• Payment is completely cashless

50. Your unique value
proposition can be
found at the heart of
your customers’
needs and what you
do well.
It should be easy to
understand in about
5 seconds.

51. When creating a value proposition,
sell the result or the experience of
interacting with your brand.

52. Identifying Target Market
The success of a business hinges on
having customers and in order to have
customers, you need to find them.

53. If you are marketing
without really knowing
your customer...STOP!

54. Customer
Segmentation
Taking your broad target market
and breaking it down into smaller
groups of people that have a lot
in common

55. Customer
Segmentation
The process of finding and
knowing your customer is
accomplished through customer
segmentation.

56. Once you have your segments,
you'll be able to build campaigns
that speak directly to that
customer.
Why
segment?

57. Persona

58. Define
Persona?
A target persona is a
fictitious person that you
describe that represents
your target group really
well.

59. Persona answers these
questions:
• Who are they? What are their demographics, psychographics, behaviours,
and their interests?
• What needs do they have?
• What barriers do they need to overcome?
• What motivates them?

60. Persona
examples can
be seen here:
https://blog.alexa.com/10-buyer-persona-
examples-help-create/

61. Goals?
One of the most common mistakes in
marketing is not setting goals?

62. Specific
Measurable
Attainable
Relevant
Time bound

63. OKRs
Objectives
and
Key Results
A common approach to map
out goals. In use at
companies like, Google and
LinkedIn.

64. OKRs
Where do we want to go?
Objectives Key Results (2 or 3)
How do we know, we have got there?

65. OKRs
increase online sales for a coffee shop
OBJECTIVE (specific)
• Increase online sales for mugs.
KEY RESULTS (measurable, relevant and attainable)
• Sell 100 packages of coffee filters
• Sell 250 coffee mugs
Traditionally OKRs are time-bound 'quaterly'.

67. Key
Performance
Indicators (KPIs)

68. KPIs
Measure the performance
of a particular activity
Should be aligned to
business goals
Need to be measurable
and easy to understand

69. Good
KPI?
Increase traffic 5%
month over month.
Increase traffic
each month.

70. One page
marketing
plan
organizing all of your marketing
knowledge and research and
organizing it into one central
document.

71. Lean Canvas
• The Lean Canvas is a one-
page document that was
adapted from Alexander
Osterwalder's "Business
Model Canvas" by Ash
Maurya.
• You have a series of boxes
that you'll need to fill out
with the corresponding
information.

73. More on Lean Canvas:
• An Introduction to Lean Canvas: https://medium.com/@steve_mullen/an-
introduction-to-lean-canvas-5c17c469d3e0
• Lean Canvas Examples of Multi-Billion
Startups: https://railsware.com/blog/5-lean-canvas-examples/

74. Digital
Marketing Key
Concepts

75. Digital Marketing Key
Concepts
Digital marketing
is persuasive
DM is data
driven
How online
analytics work
Capturing key
insights
Connecting with
your customer

76. Digital Marketing is
Persuasive
• What knowledge might make me more persuasive?
• Where your campaigns will succeed?
• How you will receive the knowledge?
• how to use this data?
This kind of thinking uncovers strategy-guiding questions

77. Digital Marketing is data driven
Data is king in
digital marketing
high level perspective of
your data isn't enough
analyse data at every stage
of the customer's journey

78. How Online
Analytics
work?
Every web action is logged in some way
Browsing habits, demographics, and
interests can all be tracked
Include pages visited and unique
identification
identify repeat visitors
This is why you can buy tailored Google
advertisements for people who like sports

79. Capturing Key
Insights
3 media types:
Paid, OWNED, earned
Owned: Your website
• how many visitors,
• what they looked at and
• how long each one spent
on your site.
• Google Analytics is a
fantastic for tracking site
data and users across
desktop and mobile
devices.

80. Capturing Key
Insights
3 media types:
PAID, owned, earned
Paid: Platforms
providing paid digital
marketing services
• Which ads are working
• What targeting makes
sense
• How much you are
spending to acquire a
customer

81. Capturing Key
Insights
3 media types:
paid, owned, EARNED
typically most difficult...
Earned: outcomes
depend not on
SPEND but peoples'
INTEREST
• Social media fan base
• Mentions and interactions
on tweets,
facebook/linkedin post etc
• Video views on YouTube

82. Connecting with your
Customer
• You customer is looking for a solution!
• A solution may not already be there!
• So, a gap exists
• If you do not fill that gap, someone else will.

83. "The view that an industry is a customer-
satisfying process, not a goods-producing
process, is vital for all businesspeople to
understand."
Theodore Levitt

84. Constantly
look for gaps
and bridge
them
As situations change, so do
the needs and gaps
Identify Identify your market's
biggest needs gaps
Define Define how will you close
them
Put Put your plan in action
Align Align your messaging to the
needs-gap that your
product/service closes

85. Digital Marketing
Hub and Spokes

86. Your internet presence revolves around
your
• website,
• maps listings,
• blog and social media mentions,
• adverts,
• emails, etc
all of which require content.

87. Hub
and
spoke
model

88. Deciding
on
Marketing
Channel
It's impossible to be active in
every marketing channel
This is pivotal challenge in digital
marketing
Go to the channel where your
customer is... whether the channel
is big or small

89. Off road enthusiasts Restaurant

90. Hub and
spokes
approach
is perfect
for DM
Don't pursue a channel simply because it
is popular
OBJECTIVE: Your message lands to the
right audience where they will mostly
likely pay attention to your message
more spokes means more resources
required

91. Power of
messaging
A weak message will ruin
even a best product or
service

92. Weak Message?
Misinterpreted
product/service
01
Incorrectly set
expectations
02
Value presenting
is not convincing
for the audience
03

93. Strong Message?
Tell a
good story
01
Appeal to
emotion
02
Be
consistent
03
Be clear
04
Be
obvious
05

94. Strong Message?
Avoid jargon
01
Short and to the
point
02
Consider audience's
perceptions and
values
03

95. Channel prioritization
You can't and
shouldn't be
everywhere
Use a popular
approach called
ICE to prioritize

97. Channels
Optimizing Website
Copywriting
SEO
Paid Channels
Social Media
Email
Video

98. Q&A

99. Thanks
Syed Rehan Ali
Founder, EDDS Consulting
+92 300 4494003 | 348 1819250
rehan@edds.com.pk